Market research platform Zappi has expanded its senior leadership team with the appointment of Nataly Kelly as Chief Marketing Officer (CMO). Kelly, based in Boston, U.S., previously contributed to HubSpot’s international expansion and served as Chief Research Officer at CSA Research. This move coincides with the promotion of Babita Earle, formerly the Executive Vice President of Global Enterprise Partnerships, to the position of International Managing Director, overseeing Zappi’s global business development.
Melissa Clucas was recently appointed as the Chief Financial Officer. Yvonne O’Brien, the former Chief Marketing Officer at Zappi, left the company in August 2023.
Kelly, speaking exclusively to Research Live, expressed her decision to join Zappi due to the company’s vision, its B Corp and net-zero status, and a culture reminiscent of her experience at HubSpot. She highlighted Zappi’s international focus, aligning with her passion for scaling companies globally.
In her role, Kelly outlined her 2024 goals, emphasizing revenue growth through better alignment between marketing and other go-to-market teams, strengthening Zappi’s brand, and implementing best practices in marketing. She aims to address global companies’ pain points in leveraging insights and market research effectively, framing it as a marketing challenge requiring strategic communication and alignment.
Steve Phillips, Zappi’s CEO, stated that these appointments are part of their vision to digitize insights for every consumer business globally. The goal is to create tools that enhance customers’ roles and influence within their organizations. Both Kelly and Earle bring expertise in driving demand and growth in international markets.
Phillips revealed that these changes are part of a long-term plan to evolve Zappi’s platform, incorporating artificial intelligence and new research methodologies. The focus is on navigating increased privacy restrictions and economic uncertainty, emphasizing the importance of understanding and anticipating changes in consumer behavior.
Market research, historically a determinant for advertising and product development, is evolving to continuously inform brands. Zappi aims to be a platform enabling brands to learn continuously, moving beyond mere testing to sustained improvement.
